1. B2B content marketing programs should create engaging content that pulls prospects through the sales funnel by addressing their needs at each stage of the buyer journey. 2. An effective lead management process includes understanding buyer personas, qualifying marketing-qualified leads, and nurturing leads with relevant content until they are ready to be passed to sales. 3. Implementing an integrated content marketing program that provides targeted content for different buyer personas at each stage of the buying cycle can help optimize the impact of marketing on sales.

1. B2B Content Marketing Programmes Keith Feighery

2. B2B Lead Management / Content Marketing

3. Terms and References

5. The Sales Funnel

6. Traditional Funnel

7. The problem

9. The solution Lead Management

12. Lead Management Process

14. Key lessons to implement lead management

16. Relevant B2B Content

18. Content Programme

21. Business to Business Case Studies

22. Hubspot

23. Realex Payment

24. Altimeter Group

25. CrownPeak

26. American Express

27. Alterian

28. Marketo

29. Intuit Business Services

30. Eloqua

31. MarketBright

32. Salesforce.com